WIXLIB

Strategic brand management keller 4th edition pdf full lengthStrategic brand management keller 4th edition. Strategic brand management 4th edition kevin lane keller pdf. Strategic brand management keller 3rd edition pdf. Strategic brand management keller 4th edition pdf. Strategic brand management keller 4th edition pdf free download.For which products do you care about the country of origin? 2 Insisting on a name that can be found in an English dictionary. What do you think of the new branding challenges and opportunities that were listed in the chapter? You would not need to collect them frequently, but they could provide useful explanatory information (see Figure 8-6 forsome representative measures). Royalty revenues from licensing, included in Motorcycles segment net revenue, were 39.8 million, 38.3 million and 45.4 million in 2010, 2009 and 2008, respectively. It also used subsidiaries to extend into new product categories like sugarless gum and bubblegum, so as not to dilute the brand. Compared with otherbrands in the category with which it competes, are this brand’s prices generally higher, lower, or about the same? SOURCES OF BRAND EQUITY What causes brand equity to exist? Marketers can leverage good ideas across markets as long as the right knowledge transfer systems are put into place. Breakfast has become an essential part of theMcDonald’s revenue equation. Larger Margins Brands with positive customer-based brand equity can command a price premium. As more and more different kinds of products are sold or promoted directly to consumers, the adoption of modern marketing practices and branding has spread further. Rather, the company often tailored its productappearance. But when the samples were identified, 50 percent of other participants in the experiment said they preferred Coke.5 One natural application of the brand-based comparative approach is product purchase or consumption research for new or existing products, as long as the brand identification can be hidden in some way for the“unbranded” control group. These differences may be rational and tangible—related to product performance of the brand—or more symbolic, emotional, or intangible—related to what the brand represents. It expanded again in 1997 by acquiring the Renaissance Hotel Group and introducing TownePlace Suites, Fairfield Suites, and Marriott ExecutiveResidences. WHAT IS A BRAND? The more an abstract association like value or fashionability is desirable and deliverable across categories, the more likely that the marketer can gain efficiencies by concentrating on a few major brands. Decide on how to link a brand across products. For example, one of the main advantages to Nike of continuallycreating sub-brands in its basketball line with Air Max Lebron, Air Zoom Hyperdunk, and Hyperfuse, as well as the very popular Jordan line, is to generate retail interest and enthusiasm. Yongjun Sung and Spencer F. Unfortunately, the brand image communicated through co-op ads is not as tightly controlled as when the manufacturer runs its ownads, and there is a danger that the emphasis in a co-op ad may be on the store or on a particular sale it is running rather than on the brand. product development according to ROI opportunities. As one industry expert observed, “Smith Corona never realized they were in the document business, not the typewriter business. Trails gency road service, aspecially designed insurance program, and obstacles are rated on a 1–10 scale in terms of difficulty. Yovovich, “Hit and Run: Cadillac’s Costly Mistake,” Adweek’s Marketing Week, 8 August 1988, 24. How vulnerable is the brand to those facilitating and inhibiting factors? Michelin intended these brand extensions to “enhance the value of our brandand add emotional-type values, not just functionality, and reach out to a new generation that doesn’t yet associate with us.” Still, Michelin Lifestyle management was careful not to stretch the brand too far by CHAPTER 12 INTRODUCING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS moving into “fragrances and other things thathave some legitimacy for a lifestyle brand. To better understand the dynamics between the brand and its corresponding products, also ask consumers about their relationship between them (“There are many different products associated with Nike. Between 1999 and 2004, Dell’s sales in Europe grew at an average rate of 19 percent annually,substantially outpacing other competitors in the industry. Asymmetrical assortments—in which some items for a brand appear more frequently than others—have also been found to lead to perceptions of greater assortment. Sources: Patricia Winters, “For New Coke, ‘What Price Success?’” Advertising Age, 20 March 1989, S1–S2; JeremiahMcWilliams, “Twenty-Five Years Since Coca-Cola’s Big Blunder,” Atlanta Business News, 26 April 2010; Abbey Klaassen, “New Coke: One of Marketing’s Biggest Blunders Turns 25,” 23 April 2010, www.adage.com. In 1597, two goldsmiths convicted of putting false marks on their wares were nailed to the pillory by their ears. Managing Brand Equity.Finally, what if you were eating breakfast? Source: Jean Catuffe, PacificCoastNews/Newscom stumbled in developing its All Conditions Gear (ACG) outdoors shoes and clothing sub-brand, which attempted to translate its brand mantra into a less competitive arena. These campaigns may run concurrently or sequentially. Burger King adopted a personaas the “cool youngish uncle” to help guide the irreverent tone and personality of its marketing communications. P. Conformability refers to the extent that a marketing communication option is robust and effective for different groups of consumers. Brand positioning model describes how to establish competitive advantages in the minds of customersin the marketplace; 2. Because these brands were acquired, different accounting rules apply to them. If a brand has a positive image, retailers and other middlemen are more likely to respond to the wishes of consumers and actively promote and sell the brand. Tülin Erdem and Joffre Swait, “Brand Equity as a Signaling Phenomenon,” Journal ofConsumer Psychology 7, no. Often, the key to positioning is not so much achieving a POD as achieving necessary, competitive and correlational POPs. POSITIONING GUIDELINES The concepts of points-of-difference and points-of-parity can be invaluable tools to guide positioning. “There’s at least an unconscious link,” says Koehn.30 Perhaps this facthelps explain the success of a Web site called www.hometownfavorites.com, which offers hundreds of exotic orphan brands such as Brer Rabbit Molasses and MyT-Fine Pudding. Seth Godin, Permission Marketing: Turning Strangers into Friends, and Friends into Customers (New York: Simon & Schuster, 1999). According to a study by Dartmouth’sTuck School of Business Professor Peter Golder, leading brands are more likely to lose their FIGURE 1-6 Brands Then and Now Source: Reprinted with permission from Journal of Marketing Research, published by the American Marketing Association, May 2000, pp. Marketing partners like ad agency members may not even recognize their role ininfluencing equity. For example, Intuit concentrated its marketing efforts on building the Quicken brand name of software. A brand is a perceptual entity rooted in reality, but it is more than that—it reflects the perceptions and perhaps even the idiosyncrasies of consumers. An online, interactive communications programs typically includes some or allof the following: a well-designed Web site (with customer-generated content and feedback); e-mails; banner, rich media, or other forms of electronic ads; search advertising; and social media. CHAPTER 2 CUSTOMER-BASED BRAND EQUITY AND BRAND POSITIONING A sound positioning strategy requires marketers to specify not only thecategory but also how the brand dominates other members of its category. Many believe such techniques are necessary in the tough new media environment characterized by low-involvement consumer processing and much competing ad and programming clutter. Preliminary Activities. Chip Heath and Dan Heath, Made to Stick: Why Some IdeasSurvive and Others Die (New York: Random House, 2007); Matthew Boyle, “The Accidental Hero,” Businessweek, 16 November 2009, 58–61. Category points-of-parity represent necessary—but not necessarily sufficient—conditions for brand choice. Without any other option available in the language, the trademark became the common name for theproduct. Thus, tracking or custom surveys can explore the ability of the event sponsorship to affect awareness, attitudes, or even sales. Entertainment and sports sponsorships can be an especially effective way to reach a younger audience. The action was justified by the results of a month-long test in Portland, Oregon, the previous December in whicha 40-cent decrease in pack price had increased market share by 4 points. In jumping on the green marketing bandwagon, many firms initially did a poor job. Corporate image associations may reflect company values and programs that do not always directly relate to the products. A new corporate name cannot hide product or other deficiencies, and itrequires extensive legal and URL vetting to make sure it is available and appropriate. Some firms conduct marketing research to ensure the proper match of product and licensed entity or to provide more precise sales forecasts for effective inventory management. Brand visibility and prominence will depend on factors such as the order, size, color,and other aspects of the brand’s physical appearance. We can also create a relationship between a brand and multiple products with common symbols. A 40 million media campaign for 1982 used two different messages. It was known to many as a stodgy throwback brand making raincoats for the middle-aged, “far off the radar screens of the fashionworld.” Yet within a span of several years, with the help of contemporary designs and updated marketing, the brand shrugged off its staid image and became fashionable again. Without continued investments, brands can decline in value for myriad reasons. 52 PART I OPENING PERSPECTIVES THE SCIENCE OF BRANDING 1-3 (continued) Tellisand Golder identify the following five factors and rationale as the keys to enduring brand leadership. Source: REUTERS/Pawan Kumar As an example of deriving product strategy from a brand definition, consider Disney. Identify the stages in the brand value chain. Marketers must allow for and monitor the number of respondents who indicate they“don’t know” or have “no response” to the brand tracking measures: the more of these types of answers collected, the less consumers would seem to care. To provide a clear, distinct image, Subaru decided to sell only all-wheel-drive in its passenger cars. Bill Abrams and David P. Steve Knox, “Why Effective Word-of-Mouth Disrupts Schemas,”Advertising Age, 25 January 2010; Elaine Wong, “General Mills, Kraft Launch Word of Mouth Networks,” Adweek, 5 October 2008; Todd Wasserman, “P&G Buzz Program Tremor Moving on to Mothers,” Brandweek, 26 September 2006, 15; Robert Berner, “I Sold It Through the Grapevine,” BusinessWeek, 29 May 2006; www.tremor.com. Suggestive(actual word evocative of product feature or benefit, e.g., Eveready) 4. See also Brand tracking studies brand exploratory, 295–298 brand inventory, 294–295 positioning and marketing program, 298–299 Brand awareness, 72, 73–76 advantages of, 74 brand names and, 148–150 breadth and depth of, 108, 548 choice advantages, 74 considerationadvantages, 74 corporate societal marketing, 423–424 customer mind-set and, 129–130 defining, 386, 548 desired awareness and image, 404–405 establishing of, 75 expanding of, 495–497 learning advantages, 74 purchase ability, 74 purchase motivation, 74 quantitative research techniques, 339 recall, 73 recognition, 73 tracking survey, 301 Brandbalance, 567 Brand benefits, 77 Brand boundaries, 388–389 Brand building brand salience, 107–108 building blocks of, 107 customers’ ownership, 124–125 duality of strong brand, 125 four steps in, 107 implications of, 122–128 luxury brands, 114 measures of, 123–124 resonance and focus, 127–128 richness of brand, 127 sponsorships, 242 values,115 Brand charter, 307 Brand communities, 122, 424 Brand concept, 460 Brand concept maps (BCM), 297 Brand considerations, 118 Brand consistency, 460, 480–481 Brand contribution, 131 Brand credibility, 117, 123–124, 413–414, 424 Brand design. In the absence of such financial commitments, marketers may be well advised to adopt thesimplest brand hierarchy possible, such as using a branded house–type approach with the company or a family brand name with product descriptors. BRAND FOCUS 11.0 Cause Marketing T he 1980s saw the advent of cause marketing. P&G’s store, with tinted windows and neon lights, was designed as a flashy means to distribute samples of itsproducts and experiences—from a full CoverGirl makeover or Head & Shoulders wash-and-blow-dry to free Febreze scented candles. “Discovery Channel Looks to Bring New Energy, Focus to Brand Identity,” Art & Business in Motion, www.dennytu.wordpress.com, 26 August 2011; Dan Butcher, “Discovery Channel Launches Cross- 6. com, 24January 2011. Logos and Symbols Although the brand name typically is the central element of the brand, visual elements also play a critical role in building brand equity and especially brand awareness. Medicine potions such as Swaim’s Panacea, Fahnestock’s Vermifuge, and Perry Davis’ Vegetable Pain Killer became well known to the public prior tothe American Civil War. Because Brazilian women traditionally bought their cosmetics from door-to-door sales reps, the company introduced personal beauty advisers at department stores there. Dillon, Thomas J. SK-II advertises through testimonials from high-profile celebrities in which they share the special secret on how they have crystal clearskin. To what extent do the makers of this brand care about your opinions? Unlike the tampering incidents, these wounds were self-inflicted, and although no deaths occurred, the care, comfort, and confidence of Tylenol customers was at stake, making Johnson & Johnson’s actions—or inactions in some cases—highly troubling. Rust, ChristineMoorman, and Peter R. 58. I explained the concept of brand equity and how the book addressed how to build, measure, and manage it. Responses must also be accessible and come to mind when consumers think of the brand. These attributes were woven into a new brand “NEWCASTLE,” with multiple colors embedded in the lettering. I like to visitthe Web site for this brand. Consumers are unlikely to consider what the slogan means in a thoughtful way after seeing or hearing it too many times. 491 492 PART V GROWING AND SUSTAINING BRAND EQUITY BRANDING BRIEF 13-2 Remaking Burberry’s Image B urberry, founded in 1856 by 21-yearold Thomas Burberry, was a veritable“fashion disaster” in the mid-1990s. Moreover, the failure of one product may hurt other products sold under the same brand. Resonance, however, requires a strong personal attachment. For general background, see Akshay R. Personas are fundamentally designed to bring the target consumer to life. Cumulative U.S. losses approached 1 billion. Atthe same time, if they are connected to other brands in the portfolio in any way (say, through a common branding strategy), they must not be designed so cheaply that they reflect poorly on these other brands. FIGURE 5-2 Brand Experience Scale Source: Based on J. The study showed that retailers could reduce their SKUs by 5–25 percent withouthurting sales or consumer perceptions of the variety offered by their stores. Suggest how marketers should manage brands with some general strategic guidelines, stressing clarity, consistency, and innovation in marketing thinking over time. THE SCIENCE OF BRANDING 1-2 Understanding High-Tech Branding M arketers operating intechnologically intensive markets face a number of unique challenges. Often firms set up a “war room” where all the various marketing activities and programs can be displayed or accessed. Cultivate Brand Partnerships 532 6. Subhash C. A consumer may consider drinking one of the different varieties of Coke virtually any time, anywhere. It takesspecific risk into account in the cash flows, as opposed to the discount rate. Unique, meaningful points-of-difference (PODs) provide a competitive advantage and the “reason why” consumers should buy the brand. At the same time, brands should not necessarily be expected to score highly on all the various dimensions and categories making up eachcore brand value. Consequently, consumers’ actual product experiences and aftermarketing activities have taken on increased importance in building customer-based brand equity. Unfortunately, it is difficult to choose a brand name—or any brand element, for that matter—that satisfies all these criteria. Firms largely employing a house of brandsstrategy include consumer product companies, such as Procter & Gamble, Unilever, and ConAgra. In some 559 cases, like Mr. Clean, it went as far as resurrecting a brand and turning it into a power brand with innovative new products. Its expanded product mix now includes regular, diet, and light versions of many of its popular cocktail, juice drink,and blends beverages; Craisins dried cranberries and trail mix; cranberry sauce; fresh fruit; and fruit-flavored snacks. Marketers need to reduce the likelihood that competitors can create a derivative based on the product’s own elements. Perceived consumer target fit Company Perspectives: Deliverability 10 pts. 97. Adaptability The fifthconsideration for brand elements is their adaptability over time. What needs does it satisfy? Increased Differentiation, followed by Relevance, initiates growth in Brand Strength. Figure 11-3 summarizes some of them, which we review next. Mark P. The more standardized the marketing program, in general, the more the firm can actually realizethese different advantages. Creating a brand association to “discount” or “don’t pay full price” diminished brand equity. A clear and compelling point-ofdifference is especially important in terms of carving out a unique identity in the workplace or market. Steenkamp, and Rajeev Batra, “Brand Positioning Through Advertising in Asia, North America,and Europe: The Role of Global Consumer Culture,” Journal of Marketing 63 (January 1999): 75–87. The columns of the matrix represent product–brand relationships and capture the brand portfolio strategy in terms of the number and nature of brands to be marketed in each category. In particular, they need to find win–win solutions with causemarketing programs and other activities that allow them to enhance the welfare of consumers, society, or the environment while still profitably running their businesses. In naming a new peer-to-peer communication technology, the founders landed on the descriptive “Sky peer-to-peer” which they decided to shorten to Skyper. The companyintroduces 50 new products a year. Points-of-difference may rely on performance attributes (Hyundai provides six front and back seat “side curtain” airbags as standard equipment on all its models for increased safety) or performance benefits (Magnavox’s electronic products have “consumer-friendly” technological features, such as television setswith “Smart Sound” to keep volume levels constant while flipping through channels and commercial breaks, and “Smart Picture” to automatically adjust picture settings to 83 84 PART II DEVELOPING A BRAND STRATEGY optimal levels). Increasingly, marketers are blending global objectives with local or regional concerns. Deciding on apositioning requires determining a frame of reference (by identifying the target market and the nature of competition) and the optimal points-of-parity and points-of-difference brand associations. EDLP avoids the sawtooth, whiplash pattern of alternating price increases and decreases or discounts in favor of a more consistent set of “everyday” baseprices on products. The principle of commonality states that the more common brand elements products share, the stronger the linkages between them. Morwitz, and V. In profiling brand knowledge structures to guide repositioning, marketers need to accurately and completely characterize the breadth and depth of brand awareness; the strength,favorability, and uniqueness of brand associations and brand responses held in consumer memory; and the nature of consumer–brand relationships. These branding effects occur in the marketplace too. cannot replace the genuine item. A better approach might be to introduce multiple brands at the same level (multiple family brands) and expand thedepth of the branding strategy. For brands whose core associations are primarily non-product-related attributes and symbolic or experiential benefits, relevance in user and usage imagery is especially critical to maintaining or enhancing brand equity. Louviere, “What Will Consumers Pay for Social Product Features?” Journal of Business Ethics 42(February 2003): 281–304; Dennis B. If the brand is linked to an existing brand, as with options 2 and 3, then knowledge about the existing brand may also become linked to the brand. Themed “There is No V in Wodka,” it was based on the fact that in Poland, where vodka originated, the spirit is called wodka! “Wyborowa Campaigns for No V inWodka,” Harpers Wine & Spirits Trades Review, 6 June 2008. 1 (Spring 2002): 78–89. Yet even the shape of a package can influence what we think. As the first step, customers were told on July 12, 2011, that they would begin to be charged 7.99 for each form of rental instead of 9.99 for both forms, in effect a 60 percent price increase for the 24million subscribers who wanted to use both physical discs and streaming. Curtis Haugvedt, Paul Herr, and Frank Kardes, Vol. 45. Despite these potential advantages, there are a number of potential disadvantages to sponsorship. The fakes are Burberry Baby Stroller, Atlantic City Playing Cards, Slim Jim Beef Jerky Throat Lozenges, Richard SimmonsSneakers. Source: Andrew H. Quelch, “Note on Sales Promotion Design.” Michael L. Lafley, appointed in 2000. Gulas, “The Impact of Humor in Advertising: A Review,” Journal of Advertising 21, no. In the face of such adversity, decisive management actions are necessary to properly retire or milk the brand. Scents that are appropriate or consistentwith a product can influence brand evaluations and judgments. How reliable is this brand? Even if, due to circumstances in the marketplace, consumers actually start a repeated-purchase or behavioral loyalty relationship with a brand without much underlying feeling, judgment, or associations, these other brand-building blocks will have to come intoplace at some point to create true resonance. The user groups provide Apple owners with opportunities to learn more about their computers, share ideas, friendships with fellow Apple users, as well as sponsor special activities and events and perform community service. Kevin Lane Keller, Susan Heckler, and Michael J. Multiple communicationchannels were used during the campaign, which used the slogan “We Care for You.” Some of the strategies used included: Heavy distribution of the event flyers in El-Ezaby branches before the event. 11 (1993): 478–493; Rajiv Lal and Chakravarthi Narasimhan, “The Inverse Relationship Between Manufacturer and Retailer Margins: A Theory,”Marketing Science 15, no. Emotional response to a TV advertisement influences both branded engagement (directly) and persuasion (indirectly), and therefore the likelihood of short-term sales. Earlier line extensions have helped in the market expansion of the parent brand. Qantas has endorsement deals with many Australian athletes, deliveringadvertising and onboard flight entertainment featuring these athletes. Jim Stengel, Grow: How Ideals Power Growth and Profitability at the World’s Greatest Companies (New York: Crown Business, 2011); “Ideals Key for Top Brands,” WARC, 4 January 2012; Jack Neff, “Just How Well-Defined Is Your Brand’s Ideal?,” Advertising Age, 16 January 2012.Have you eaten in a quick-service restaurant chain in the last week? Susan E. Because of the often complex nature of high-tech products and the continual introduction of new products or modifications of existing products, consumer perceptions of the expertise and trustworthiness of the firm are particularly important. When the stimulus informationin the question is open-ended and responses are freer or less constrained, the respondent tends to give more information. Their success is due to the fact that moviegoers know from the title and the actors, producers, directors, and other contributors that they can expect a certain experience— a classic application of branding. Dr. Yoosuf A Cader,Zayed University, Abu Dhabi, United Arab Emirates. These four steps represent a set of fundamental questions that customers invariably ask about brands—at least implicitly. Phonetically, the name itself conveys softness. The firm collaborates with organizations and individuals around the world, searching for proven technologies, packages, andproducts it can improve, scale up, and market on its own or in partnership with other companies. They do not have to leverage only the brand name but can use other brand elements too. Summary To build brand equity, marketers must determine strategies for setting prices and adjusting them, if at all, over the short and long run. It is difficult forconsumers to appreciate the advantages and uniqueness of a brand unless they have some sort of frame of reference for what the brand is supposed to do and with whom or what it is supposed to compete. Hoyer, and Leigh McAlister, “Consumers’ Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction,” Journal ofMarketing Research 35 (May 1998): 166–176; Susan M. Zeynep Gurhan-Canli and Durairaj Maheswaran, “Cultural Variations in Country of Origin Effects,” Journal of Marketing Research 37 (August 2000): 309–317. Figure 3-4 contains a set of candidate measures for the six brand building blocks. John Grady, Steve McKelvey, and Matthew J. The useof any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. Branding Brief 1-1 describes the problems BRANDING BRIEF 1-1 Coca-Cola’s Branding Lesson O ne of the classicmarketing mistakes occurred in April 1985 when Coca-Cola replaced its flagship cola brand with a new formula. If the competitive actions seem potentially quite damaging, then it might be necessary to take a more aggressive stance and reposition the brand to address the threat. This is true consistency, which Google has built by focusderstanding ofwhat drives top brands and where their brands ing on the important factors within each local market. The following year, it purchased Howard Johnson Company, selling the hotels and retaining the restaurants and rest stops. In the latter case, strong, negative associations may be difficult to overcome. Identify your brand early in the commercial. 54PART I OPENING PERSPECTIVES CONVERSE CMO Geoff Cottrill maintains that an important priority at Converse is “to shut up and listen.” With a small budget, marketing for the brand has focused on digital and social media. This chapter begins by describing brand extensions and outlining their advantages and disadvantages. Supermarkets cancontain more than 40,000 products, up from only 7,000 in the 1960s, and product features continue to multiply. Data was collected from a variety of sources—brand tracking, CRM programs, tradeshows, media reports, satisfaction studies, and Web logs—offering views for all levels right up to the CMO.19 To provide feedback on marketingperformance to boards of directors, former Harvard Business School faculty Gail McGovern and John Quelch advocate quarterly tracking reports of the three or four marketing or customer-related metrics that truly drive and predict the company’s CHAPTER 8 DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM 309Harrah’s has an extensive customer information system that helps the company track key metrics. Trademark Issues Concerning Names Without adequate trademark protection, brand names can become legally declared generic, as was the case with vaseline, victrola, cellophane, escalator, and thermos. Nevertheless, a number of studies using verydifferent approaches have shown the potential power of advertising on brand sales. Consider the college student who has not really had to cook or clean before, shopping the supermarket aisles in earnest for the first time, or a new manager forced to make an expensive capital purchase for the first time. First, a good positioning has a “foot in thepresent” and a “foot in the future.” It needs to be somewhat aspirational so that the brand has room to grow and improve. Andrew Ehrenberg and Kathy Hammond, “The Case Against Price-Related Promotions,” Admap, June 2001. It is effective if it is unique in the minds of consumers even though other brands could make the same claim. Many arelikely to be shared by a majority of consumers, so we can refer to “the” brand image of Apple, but at the same time, we recognize that this image varies, perhaps even considerably, depending on the consumer or market segment. We judge a brand portfolio by its ability to maximize brand equity: Any one brand in the portfolio should not harm ordecrease the equity of the others. Their chief marketing weapon is price, and they have introduced and pushed their own b

Strategic brand management keller 4th edition pdf. Strategic brand management keller 4th edition pdf free download. For which products do you care about the country of origin? 2 Insisting on a name that can be found in an English dictionary. What do you think of the new branding challenges and opportunities that were listed in the chapter?